Agenda

Registration Open

Breakfast & Networking

Opening Remarks

Diane J. BriseboisPresident & CEO , Retail Council of Canada

Diane J. Brisebois

President & CEO

Diane J. Brisebois is the President and Chief Executive Officer of Retail Council of Canada (RCC) and has held that position since 1995. Prior to joining RCC, Diane held the position of President and CEO of the Canadian Office Products Association for 14 years. Diane continues to serve on several boards across North America and has spent more than 37 years leading retail associations in Canada. Ms. Brisebois is a native of Montreal, Quebec and now resides in Toronto, Ontario.

The Value of The Flyer in Today’s Digital World : A Consumer’s Perspective

What role do print and digital flyers play in a consumer’s path to purchase? How important is getting a great deal when customers are choosing where to shop, and what to buy? Do print and digital flyers synergize in a consumer’s path to savings, or are consumers moving away from print and into a digital-first flyer and coupon environment? In this session, Metroland Media and BrandSpark International will reveal the results of a brand-new comprehensive consumer study on the intersection of print and digital flyers. The results of the study will uncover new strategic insights on how, when, and why Canadian consumers are accessing flyers. Leading retail marketers will then discuss how digital innovation is reshaping retail’s approach to flyers and other direct marketing strategies.

Lisa OrpenVice-President of National and Multi-Market Sales , Metroland Media

Lisa Orpen

Vice-President of National and Multi-Market Sales

Lisa Orpen is the Vice-President of National and Multi-Market Sales at Metroland Media, a dynamic media company with a proud history of connecting communities across Ontario. With over 30 years of sales experience at Metroland, Orpen leads the team responsible for building and executing cross-platform campaigns on behalf of some of the country’s biggest advertisers. Orpen sits on the board of directors for the Retail Council of Canada’s RAC (Retail Marketing & Advertising Canada) and is a CCAB Canadian Newspaper Advisory Board Member.

Mark Baltazar

Executive Vice President & Partner

As a partner at BrandSpark International, Mark continues to uncover strategic insights that help his clients understand the inner-workings of why consumers and shoppers behave the way they do. Working with many of today’s leading Canadian and global brands, Mark helps his clients increase the ROI of their marketing dollars and product launches by applying BrandSpark’s brand strategy product innovation and shopper centric research approaches to uncover strategic insights that drive results. Mark is currently working with many clients helping them understand how the new economy and media landscape is changing how shoppers and consumers engage with brands and what marketers can do to better position they're offering.

Frederick LecoqVice President, Marketing & e-Commerce, Golf Town

Frederick Lecoq

Vice President, Marketing & e-Commerce

Frederick is responsible for elevating Golf Town’s digital footprint and creating an interconnected retail landscape that allows eCommerce to successfully coexist with brick and mortar. From designing and implementing a cutting-edge omni-channel plan to enhancing Golf Town’s digital presence, Frederick applies an innovative approach to building emotional connections with customers. Before engaging in the journey to establish Golf Town Ltd.’s brand as Canada’s home of golf, Frederick led the SportChek digital marketing and eCommerce transformation as SVP of Marketing.

Sarah Dennie

Sarah Dennie leads the GM and Apparel go to market strategy as the Director of Customer Marketing at Walmart Canada. With over 15 years of retail experience Sarah has lead teams in operations, store management, store planning, business transformation, private brands and currently within category marketing. Sarah is passionate about the customer at the forefront of all decisions and works every day in service to that philosophy.

The New Role of Flyer in Multi-Channel Campaigns

In 2016, leading discount retailer in Quebec, Maxi (Loblaw Companies, Ltd.) sought to let consumers know that they could also count on Maxi not just for great prices, but for great quality and selection as well. To achieve this, Maxi developed a multi-platform campaign, which included the re-vamping of it’s printed flyer. Not only did the campaign drive fantastic consumer results, but it also won RCC’s Excellence in Retailing Award for Marketing. In this session, Ken Meagher from TC Media & Catherine Viau from Loblaw Companies Ltd, will discuss multi-channel campaign strategies, and the new pathway that the flyer is taking. Catherine and Kenwill discuss why the Maxi flyer was re-vamped, how it was positioned within the campaign, and what did their customers taught them about the value the flyer brought to maxi’s overall brand message.

Catherine Viau

Director of Marketing, Maxi and Maxi&Cie

With more than 10 years of experience in marketing and 6 years at Loblaws, Catherine’s career hit a new high with Maxi’s recent ad campaign. From digital content to a flyer revamp, TV ads and POS, Catherine has been working on a large variety of channels, making brands shine across Quebec. Along with the contribution of DentsuMedia and lg2, the Maxi ad campaign won the Marketing/Communication prize at the latest Retail Council of Canada Excellence in Retailing awards. A Créa award (Quebec’s creative annual awards) was also given for the Maxi campaign, earlier this year.

Ken MeagherGeneral Manager, TC Media

Ken Meagher

General Manager

Ken Meagher has a long history in retail with experience in Finance, Merchant Operations, and Marketing. Over a 20+ career at Canadian Tire, Ken was most recently the Associate Vice President, Marketing Services that oversaw the marketing production and execution capabilities to deliver against multi-channel marketing plans that drove an annual customer count of 180 million. Responsibilities included overseeing in-house and third party capabilities such as creative development, print, production, targeted print distribution, and local media plans. Previously, Ken had supported marketing performance metrics as the Group Manager for Retail Analysis, providing test/control analysis, KPI measurement, and supporting new marketing initiatives. Ken has recently taken on the role as General Manager, Targeo, with a focus on helping retailers drive performance of their promotions with enhanced data analytics to support the execution of omni-channel marketing campaigns.

Networking Break

What’s the Next Big Play for the Flyer?

Howard Chang, CEO of retail advertising specialists Top Drawer Creative Inc., will lead a diverse panel of Canadian retailers in a lively discussion on the future of flyers.

Sporting Life's John Paul Corbeil, Henry's Jeff Tate, and Leon's Darryl Martin will each be challenged to "sketch out" what the flyer of the future could be. In this interactive session, these innovative retailers will debate the value of brand, content, creative distribution and emerging technology, share the leading-edge practices they are using, and reveal what they believe is possible - and perhaps probable - for the hard working and humble retail flyer.

Howard ChangCEO, Top Drawer Creative Inc

Howard Chang

CEO

Howard Chang came by his passion for retail marketing honestly. Long before running an ad agency was even a twinkle in his eye, Howard (at the tender age of 20) created a bicycle retail concept and quickly grew it to 3 GTA locations through innovative marketing and exceptional customer service. His passion for branding found its perfect expression when he established Top Drawer Creative in 1992. With his retail pedigree, Howard focused on helping specialty retailers win share through great storytelling and innovative channel strategy. With Top Drawer now celebrating its 25th anniversary, Howard has had the privilege of helping many blue-chip North American retailers win in an ever challenging environment. Howard continues to spread the gospel that the brand story must lead in every channel — including the ever important and evolving flyer.

Jeff TateVice President, Marketing, Henry's

Jeff Tate

Vice President, Marketing

Jeff is a senior marketing leader with over 10 years of experience working developing high profile omni-channel marketing campaigns and strategies with the largest brands and retailers in Canada. Prior to leading the Marketing and Ecommerce divisions at Henry’s Jeff has held multiple marketing and strategy management roles at companies such as Canadian Tire, The Home Depot and Walmart Canada

Jean Paul CorbeilDirector of Marketing/Advertising, Sporting Life

Jean Paul Corbeil

Director of Marketing/Advertising

Jean Paul Corbeil is the Director of Marketing/Advertising for Sporting Life

Darryl MartinMarketing, Leon's Furniture Ltd.

Darryl Martin

Marketing

With 17 years of Marketing and Merchandising experience in top Canadian retailers across Food, Fashion and Home Furnishings, Darryl is a strong believer that the flyer is a key sales and traffic driver for all retailers in the market place. His strategic vision and background in integration across media platforms has been key in helping organizations reach the customer with a cohesive and aligned message. His passion for the customer path-to-purchase, guided by insights and data, drove the creation of 700+ pages of content in 2016.